Objective
Your company’s identity is by no means limited to your logo and choice of colors. Now that you have your logo in place, you will begin to explore how your company presents itself to the world. The things that determine how people perceive you do include factors like your handling of typography and your imagery style so these are important considerations. But to really connect with your target audience, you must also be deliberate in the way you speak to the public, both literally (tone, vocabulary, vernacular) and stylistically.
You will present the way your company’s identity is evolving through the design of common collateral materials. The way that you handle these materials, such as the color treatment, paper type and the overall visual theme should reflect your vision for your re-branding. The following materials will be developed according to the specs listed. *See note about specific materials below.
- Business Card
- Letterhead
- Envelope
- Tri-fold Brochure
If you show up on critique day with something that I have not seen and we have not discussed, you will not receive a positive response or grade.
Business Card
- White cardstock or heavier
- 2-sided print, no glue (1-sided cards must be approved and justified beyond it would be cheaper)
- 3.5 x 2 inches (vertical or horizontal) – variations must be approved
- CMYK, printed on white paper, unless your concept and identity dictate otherwise. Variations must be approved and justified.
Letterhead
- 8.5in x 11in white paper of your choice
- Logo, company name (if not integrated with logo), physical address and phone number
Envelope
- Same paper as letterhead
- 4.125in x 9.375in
Tri-fold Brochure
Your brochure is meant to be a general information brochure which someone can pick up and take from your organization, and get a general overview of company and its offerings. It should not be tied to an event, so that it does not become dated.
- 8.5in x 11in Tri-fold – Download Template
- White paper of your choice
Your brochure should include at least:
- A description/overview of your company that is informative and well-written.
- A list of services or similar list-type content (a menu for example).
- At least one image or illustration beyond your identity mark that reflects your plan for handling imagery. This imagery should be a cohesive and appropriate extension of your company’s identity. Any imagery taken from external sources must be documented. Any imagery for which the source is not identified will be disallowed. It is best to take your own photographic imagery, and you must create your own illustrations.
- Contact information for your company
- Illustrated map: this shouldn’t be as detailed as a google map, but shouldn’t appear sparse. It should be done as a vector illustration, in the style of your company theme.
These are just the minimum requirements which should be easily met if you set out to create a well-planned informational brochure. Beyond this, the way your brochure is laid out should appear purposeful and should make good use of the space available to you. Consider the flow of interacting with the brochure, and how it appears closed, partially open and fully open.
* The four pieces of collateral listed above are standard pieces which make sense for most companies. If you have an idea about collateral pieces that you think would serve your company better, and you want to substitute an item, see instructor for approval.
Process
I have left the process open for this project, meaning that there aren’t specific deadlines for sketches. You must, however, still sketch before beginning to build things out in illustrator.
Submission
You will submit physical and digital copies of all these materials. If you make arrangements with Seth or I, we can be a resource within certain time parameters. But the responsibility of getting the items printed is still your own.
Drop your working files and pdfs in a folder called [lastname-f-p2] in the Art Direction dropbox by the beginning of class on the due date.